*In this assignment, you will choose one of the following pairs of companies to compare, contrast, and perform an overall analysis of across each of the main areas of consumer behavior we have covered in this class. A satisfactory paper will be completed in a minimum of 2,000 words (no maximum). The paper format should be double-spaced and use a professional 12pt font. Include citations when appropriate (websites, news articles).
- Walmart vs. Target
- Toyota vs. BMW
- Old Navy vs. Calvin Klein
- Spirit vs. American Airlines
- Apple vs. Samsung
- Aldi vs. Whole Foods
- Maybelline vs. MAC
- Taco Bell vs. Chipotle
- Xbox vs. Nintendo
- TikTok vs. YouTube
- NFL vs. NBA
- Trojan vs. Durex
- Comcast vs. AT&T
- Hilton vs. Holiday Inn
- Verizon vs. T-Mobile
Your paper should address the following:
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- An introduction of the companies and the primary products they sell.
- A comparative analysis of the different consumer behavior theories as discussed in the course. Note: You may not find information on every single one these topics. You are, however, expected to provide a thorough analysis of the information available to you.
- What is each company’s target demographics and market segmentation strategies?
- What is each company’s niche in current popular culture?
- How does each company handle responses to consumer feedback and complaints?
- What corporate social responsibility initiatives are each company involved in?
- What efforts towards sustainability has each company made?
- How does each company utilize sensory marketing in the buying process?
- How does each company motivate consumers to buy and get involved in the purchasing process?
- How does each company tap into the self-esteem, self-consciousness, and self-image of consumers?
- Do these companies emphasize gender roles in their marketing campaigns?
- What is each company’s brand personality?
- How does each company use psychographics?
- What are the companies’ core values and ethical codes?
- How does the company use different sources to reach their target markets?
- How does each company use e-commerce?
- What is the in-store atmosphere of each company?
- Does either company engage in B2B marketing/selling?
- How does each company ensure that consumers are informed about their products?
- How does each company utilize social media platforms? Do they use influencers?
- How do these companies compete in the global market? Do they market differently in different countries or subcultures?
- How has each company shown innovation in their respective marketplaces?
- How has each company responded to the COVID-19 pandemic and ensured customer safety?
- An opinion-based conclusion on which company best considers the behaviors of their consumers when engaging in marketing campaigns and strategies.
*In this assignment, you will choose one of the following pairs of companies to compare, contrast, and perform an overall analysis of across each of the main areas of consumer behavior we have covered
12 Apple Inc. vs Samsung company analysis Student’s name Professor’s name Institution affiliation Course Date Apple Inc. Overview Apple Inc. is a multinational firm that designs, produces, and distributes consumer goods, computer programs, and computers. It is located in Cupertino, California. On April 1, 1976, the corporation was created, and on January 3, 1977, it was incorporated. It produces a wide range of goods, but it’s most well-known equipment includes the Mac series of computers, the iPod, the iPhone, and the iPad. Behind Samsung and Nokia, Apple is the world’s third-largest cellphone manufacturer. From 2008 to 2012, Fortune magazine rated Apple the most respected corporation in the United States and the world. Around the world, the corporation presently has 1.5 billion active users. iPhones and iPads account for 80% of all active devices. In addition, Apple Inc. is the world’s highest-grossing corporation. Their success story is impressive, and their market continues to grow. Samsung Company Overview Samsung is a multinational firm based in Samsung Town, Seoul, South Korea. It is the world’s most enormous corporation, with multiple subsidiaries and linked enterprises, the majority of which are united under the Samsung name. Samsung accounts for around a quarter of South Korea’s export earnings, and its sales exceed several countries’ GDP; it would’ve been the world’s 35th biggest economy in 2006. South Korea’s economic growth, politics, and media are all influenced by the firm. Samsung is a fantastic firm that serves as the national industry of South Korea. It is a source of pride for the entire South Korean population. In addition, Samsung is a corporation with a lengthy history; it was founded in 1938 and has grown to be a world-class firm over 75 years. Samsung also has several well-known products, most of which are the Galaxy series devices, including smartphones such as the Galaxy S3 and tablet devices such as the Galaxy Note2. Customer Satisfaction (CSAT) theory Customers’ satisfaction with these companies’ products and services is measured using the Customer Satisfaction (CSAT) theory. It’s a mental condition defined by the expectations of customers. Consumer satisfaction is monitored by social media polls, follow-up calls, or a combination of the two. For example, Samsung might take advantage of email marketing to promote its products (Djatmiko & Pradana, 2016). On the other hand, Apple uses the Net Promoter Score (NPS) to get reliable feedback from customers on the brand. The company will send a survey to the customer shortly after they make purchases, asking them to rate their degree of happiness and probability of referring the merchandise to friends. All of this demonstrates Samsung’s power, demonstrating that it can compete with Apple (Tien et al., 2019). With the rapid advancement of technology, a plethora of new products has emerged. These goods become the most potent tools for demonstrating their company’s technology. Furthermore, Apple computer users outnumber Samsung computer customers in the United States by more than three to one. People, Excellence, Change, Integrity, and Co-prosperity, are among the company’s values. We’ve also developed a set of ethical guidelines that we follow and adhere across the board. The companies’ demographic market and market niche The target market for Apple Inc. is primarily separated into three categories. However, the main category consists of strong brand loyalty to Apple and is the company’s primary customer. These individuals will not only have an iPhone, but also other Apple goods such as the iPod, iTouch, and iPad. This group is well-informed about its advantages and functions and is willing to pay a higher price for them (Djatmiko & Pradana, 2016). The Apple iPhone’s key target groups are upper-middle or upper socioeconomic classes that can pay for luxury goods; these customers have a household income of $100,000 or more. A user’s average individual income is roughly $98,000, which is significantly higher than typical device owner demographics. Samsung’s target demographic, on the other hand, is those between the ages of 15 and 45 who are interested in the latest technological developments (Djatmiko, & Pradana, 2016). They are heavily influenced by television and internet media, and they are particularly interested in local TV shows and stars and their aspirational lifestyles. The companies’ corporate social responsibility Supporting Local Communities Samsung Solve for Tomorrow is an initiative aimed at addressing critical social challenges. Scholars and non-profit organizations are involved in the program, aiming to determine the most significant social issues and find and develop solutions. With the use of technology, Samsung Care Drive facilitates a variety of healthcare initiatives. The business had 30 active projects as of 2014, predominantly in China, Russia, and numerous African countries. Samsung Nanum Village strives to address the core causes of poverty by offering a functional structure to marginalized communities (Frynas, 2009). Collaboration with government bodies is developed as part of this program to give comprehensive support for the educational system, medical facilities, clean water, and community centers. Finally, Samsung holds STaR (Samsung Talent Review) Sessions every year in conjunction with their EDP (Expertise Development Process). It’s a talent development strategy that helps employees define their career paths and communicate their goals to their bosses. Every year, 2000 staff in Korea participates in STAR training. In Oregon, USA, Apple teams up with Bluestone Natural Farms to transform biodegradable waste delivered nearby into the rich natural matter for use on the ranch. In the Philippines, the web monster divulged a 100-kilowatt housetop sunlight-based undertaking at a school for oppressed understudies. To give solid energy to the off-lattice fishing local area in Thailand, the organization introduced 50-kilowatt sunlight-based energy framework and 260-kilowatt-hour batteries (Frynas, 2009). Since 2008, the global innovation company has conveyed preparing to around 4 million specialists (Simonin, 2014). Representative advantages are cutthroat at the IT behemoth. Eager mothers, for instance, can take three to about a month off before conceiving an offspring and near 14 weeks a short time later, while fathers, just as other non-birth guardians, may have as long as about a month and a half off. How the companies’ deal with customer complaints and use social media for marketing their brands Because of their reach and efficiency, social media platforms have emerged as an excellent marketing solution. Apart from having access to a significant worldwide audience, social media platforms such as Facebook have several advantages. These characteristics can be used to create substantial and long-lasting connections as well as unique partnerships. Customers are a company’s most valuable asset (Simonin, 2014). Samsung has extended its quality services network online and in-store from across the country to provide further service to consumers to satisfy the ever-growing base of customer’s needs. Samsung has launched a Live Chat platform that allows customers to get quick answers quickly via simple texts and emails. Samsung also provides an online anxiety service launched in 2016 to offer smartphone consumers a comprehensive and distinctive customer support experience. Its purpose is to make it simple for users to set up, maintain, and optimize their Samsung products. As a means of saying “Thank You,” our one-stop gateway offers fantastic prizes and delectable goodies explicitly designed for loyal clients. Samsung employs event sponsorship, social media influencers, and celebrities like Francis Tan and Yakshu Deshwal Official to market its social content and improve interactivity to achieve its prospective consumers (Simonin, 2014). Across its social media platforms, the company uses distinctive, attractive, and shareable material and fosters consumer dialogues about its posts (Simonin, 2014). It is also well-represented on all major social media sites, such Facebook, Twitter, YouTube, and Instagram (Walgrove, 2015). Samsung’s social media administrators act more like human beings than merely commercial organizations. Through its specialized social media pages, Samsung has very attentive and committed customer care teams available (Simonin, 2014). Apple appears to understand the importance of the medium. It takes advantage of social networking, but in a way that is beneficial to its clients. Apple’s web-based media methodology contrasts fundamentally with that of most different organizations. It doesn’t depend exclusively on web-based media for showcasing, advancements, or client assistance. Its Facebook page is right now idle. Notwithstanding, it utilizes other web-based media destinations for customer commitment (Djatmiko & Pradana, 2016). This brand draws in its crowd on Twitter, Instagram, and YouTube. Apple’s online media approach is not typical for that some other organizations. While it hasn’t excused online media’s guarantee, it has moved toward it with alert. Its @AppleSupport Twitter handle, for example, assists consumers with Apple product issues and distributes how-to videos and suggestions. Its Twitter account, @AppleMusic, releases original tunes and conversations with musicians. On the other hand, Apple is cautious not to try to promote items through or others on social networks. How companies are ensuring customer safety during this pandemic. When the globe was turned upside down by the Covid-19 outbreak, businesses were forced to maintain and create relationships with customers. Companies must now balance the need to generate sales during a period of extreme economic distress with the need to recognize the dangers to lives and livelihoods that have shifted customer priorities and tastes. Samsung has given USD 29 million in assets and items to governments generally influenced by COVID-19 to help with calamity alleviation, including the obtainment of clinical gear and cleanliness things, for example, face covers, since January. We’re offering cell phones to isolated patients so they can speak with their loved ones, just as air purifiers and different devices to clinics and detainment focuses. The association likewise appropriates tablets to educational foundations so that children can learn outside the school, just as making our CSR training courses accessible online so youngsters may get to extra instructive substance from home (Simonin, 2014). We’ve set up regional response teams worldwide to supply our personnel with resources and the most up-to-date health-related standards. We’ve limited company travel to only mission-critical trips and encouraged staff to work from home whenever possible. Furthermore, if necessary, the corporation has closed some of its buildings and outlets to support social distancing initiatives. Apple Inc. is in a similar situation. How the companies’ motivate customers to buy their products Whereas the decision-making process appears reasonably consistent, no two individuals make decisions in the same way. In addition, people have various beliefs and behavioral patterns, some of which are under our control and others beyond our control. Because of how all of these aspects interact, every one of us is distinct in our purchasing actions and decisions. Even though it is unthinkable for advertisers to react to every client’s unique, muddled profiles, it is feasible to recognize components that impact most clients correspondingly. There are various and multifaceted viewpoints that affect the purchaser’s critical thinking measure. People, for instance, have very assorted necessities and practices with regards to individual consideration products collectively (Yoffie, & Rossano, 2012). Single and hitched people without kids, by and large, make unmistakable feasting out determinations than families with little youngsters. A purchaser with much earlier purchasing aptitude in an item region may consider the decision uniquely in contrast to somebody who has never purchased anything. As advertisers acquire a superior comprehension of these impacting factors, they can make more exact determinations about shopper conduct. Apple’s One-Year Limited Warranty advantages are in addition to, not replacement for, rights guaranteed under consumer law. From the date of original retail sale, your Apple-branded hardware equipment is assured against faults in quality for ONE (1) YEAR (“Warranty Period”). Consumer loyalty is also essential for the company to grow and keep its consumer base. They persuade their family and friends to acquire an iPhone because of customer loyalty and more excellent services provided to existing consumers (Yoffie & Rossano, 2012). On behalf of the corporation, they market the items. Because of its processing speed and flexibility, IOS is unquestionably the most acceptable operating system for mobile devices. It boasts a state-of-the-art user interface with excellent features that will entice any buyer to purchase the product. Existing consumers praise the iPhone’s capabilities and suggest it to others via its exclusive network (Yoffie & Rossano, 2012). Samsung also provides online service demand and maintenance information monitoring and may be reached at 1-800-726-7864. A one-year parts and labor warranty may potentially cover the service request. In addition, the components are hidden under guarantee for the next 90 days after the TV has been serviced. To entice healthcare personnel and students to buy its merchandise, the firm also gives student and NHS discounts. Conclusion Apple is a far more focused firm than Samsung, based on its target marketing, research, and product design, as well as what we’ve discussed. It’s also a far more profitable business. Apple excels in terms of design and integration, as well as a certain amount of risk. It also incorporates customer behavior ideas more effectively than its fierce opponent. References Djatmiko, T., & Pradana, R. (2016). Brand image and product price; its impact on Samsung smartphone purchasing decision. Procedia-Social and Behavioral Sciences, 219, 221-227. Frynas, J. G. (2009). Beyond corporate social responsibility. Oil Multinationals and Social Challenges, 131-132. Simonin, D. (2014). International strategy: the strategy of Samsung group. The University of Geneva. Tien, N. H., Van Dat, N., & Chi, D. T. P. (2019). Product policy in international marketing comparative analysis between Samsung and Apple. International Journal of Research in Marketing Management and Sales, 1(2), 129-133. Yoffie, D. B., & Rossano, P. (2012). Apple Inc. in 2012. Harvard Business School.